SEO for Small Business: Increase Your Visibility

Welcome to our guide on SEO for small organizations. In today’s digital age, having a strong online presence is crucial for success. Small businesses, in particular, can greatly reap the benefits of implementing effective SEO strategies to boost their visibility and reach their target audience. By optimizing their websites and content, small companies can improve their search engine rankings, drive organic traffic, and ultimately improve their subscriber base.

In this article, we are going to explore the value of best SEO company for small businesses and just how it could be a game-changer for online visibility. We shall discuss the impact of SEO, the difference between small business SEO and native SEO, and why it matters. We shall provide practical tips and techniques to aid small companies maximize their SEO efforts and stand above the competition.

Essential Takeaways:

• Implementing SEO strategies can significantly enhance the online visibility of small businesses.
• Small business SEO is different from local SEO, with unique considerations and approaches.
• SEO is really a long-term investment that may generate organic traffic and attract the best audience.
• Creating compelling and localized content articles are crucial for engaging using the local audience.
• Maximizing SERP visibility, building brand awareness, and leveraging reviews are necessary SEO tactics.

Knowing the Impact of SEO on Small Organizations

In this particular section, we shall look into the idea of Small Business SEO and explore its impact on small organizations. SEO, which stands for Search Engine Optimization, plays an important role in improving online visibility and driving organic targeted traffic to websites. By implementing effective SEO strategies, small businesses can grow their online presence and stand above competition.

What is Small Business SEO?

Small Business SEO refers back to the optimization techniques specifically tailored for small organizations to enhance their visibility on search engines like Google. It calls for optimizing various aspects of a website, including content, keywords, meta tags, and backlinks, to rank higher in search engine results pages (SERPs) and attract relevant organic traffic.

The Real Difference Between Small Business SEO and Local SEO

While Small Business SEO focuses on improving the online presence of small companies in general, Local SEO is a lot more geographically targeted. Local SEO aims to optimize a business’s online visibility for local searches, helping them reach potential prospects within their specific location. While both Small Business SEO and native SEO share common optimization techniques, Local SEO puts more focus on factors such as Google My Business profiles, local keywords, and directory listings.

Why SEO is actually a Game-Changer for Small Companies

SEO has become a game-changer for small organizations, providing all of them with a reasonable and efficient way to compete with larger organizations in the digital landscape. Below are a few key main reasons why SEO is crucial for small organizations:

1. Increased Online Visibility: By implementing SEO strategies, small businesses can increase their rankings on SERPs, driving more organic traffic to their websites and increasing their online visibility.
2. Targeted Audience: SEO allows small businesses to target specific keywords and optimize their site to draw in the best audience. It will help in driving relevant traffic which is more likely to convert into customers.
3. Cost-Effective Marketing: When compared with traditional marketing methods, SEO offers a cost-effective means for small organizations to promote their products and services to your wider audience.
4. Long term Growth: SEO is actually a long term investment that will yield continuous results for small businesses. By consistently improving their SEO efforts, small organizations can maintain and grow their online visibility, leading to sustained growth.

Overall, Small Business SEO has got the potential as a game-changer for small companies, providing them with increased visibility, targeted audience reach, and price-effective marketing opportunities. By embracing SEO strategies, small organizations can obtain a edge against your competitors and thrive in the digital landscape.

Significance of Google Business Profile for Local Visibility

In today’s digital age, having a strong online presence is vital for small businesses trying to thrive. One powerful tool that will significantly enhance a small business’s local visibility is really a Google Business Profile.

A Google Business Profile is a free listing that appears whenever people look for organizations on Google or Google Maps. It gives you essential details about your business including address, phone number, website, business hours, and customer reviews.

Optimizing your Google Business Profile can have a significant influence on attracting local customers. When individuals search for services or products within their area, having an optimized and updated profile increases the likelihood of your business being featured prominently in the local search results. This heightened visibility can drive traffic to your web page and ultimately increase conversions and sales.

Additionally, a Google Business Profile enables you to showcase your business within a visually appealing way. You can include photos, videos, and post updates to engage with potential customers and give them a far more immersive experience.

Furthermore, testimonials and ratings play an important role in customer decision-making. An optimized Google Business Profile enables customers to depart reviews and ratings, building social proof and credibility to your business. Positive reviews and high ratings can attract more customers and differentiate your business from competitors.

In summary, creating and optimizing a Google Business Profile is vital for small businesses trying to enhance their local visibility. By taking advantage of this free and powerful tool, small businesses can enhance their online presence, have more local customers, and ultimately boost their business.

Strategic Keyword Research for Targeted Outreach

So that you can maximize the visibility of small organizations online, strategic keyword research plays a crucial role. By identifying relevant keywords, companies can produce targeted outreach campaigns that attract the correct audience and drive organic targeted traffic to their websites.

The whole process of strategic market and keyword research involves:

1. Understanding your target market: Conduct researching the market and develop buyer personas to achieve insights into the preferences, needs, and pain points of your own prospective customers.
2. Identifying industry-specific and location-specific keywords: Use keyword research tools to discover keywords which can be relevant to your business and location. These may include long-tail keywords, location-based keywords, and industry-specific terms.
3. Competitor analysis: Analyze the keywords that the competitors are targeting and identify gaps or opportunities which will help you stick out in the search engine rankings.
4. Relevance and check volume: Prioritize keywords that have a great search volume and therefore are relevant to your business. This will make sure that you attract qualified traffic to your site.

Once you have identified the appropriate keywords, it is possible to incorporate them in your website content, together with your headings, meta tags, page titles, and in the body of your own text. By optimizing your content with these targeted keywords, you increase the chances of ranking higher in search engine results, making your business more visible to potential customers.

Benefits associated with Strategic Market And Keyword Research for Small Companies
Higher search engine rankings
Rise in organic traffic
Attracting highly relevant leads
Improved sales
Enhanced online visibility and brand recognition

Creating Compelling and Localized Content

One of the important aspects in attracting and interesting your local audience is creating compelling and localized content. This can be crucial for SEO company small business seeking to create a strong online presence and interact with their target audience. By centering on topics that resonate together with your local audience and incorporating local events and activities to your content, you are able to effectively grab their attention and make a loyal following.

Identifying Topics That Resonate with Your Local Audience

To generate compelling content that resonates together with your local audience, it’s important to understand their needs, interests, and preferences. Take the time to research and identify topics that are highly relevant to your potential audience. Consider conducting surveys or interviews along with your existing customers to gain insight into their concerns, questions, and areas of interest. This will help tailor your site content to satisfy their expectations and supply valuable information that they find valuable and interesting.

Furthermore, staying current with local news, trends, and events will also help you identify topics that resonate with your local audience. By including timely and relevant information into your content, you are able to position yourself being a trusted source of information and establish your business being a go-to authority within your local area.

Incorporating Local Events and Activities into Your Content

Local events and activities play an important role in shaping the fabric of a community. By integrating these events in your content, you could make a sense of connection and relevance along with your local audience. Consider writing blog posts, creating videos, or sharing social media updates that highlight upcoming local events and activities. This can not just demonstrate your involvement in the neighborhood but additionally provide valuable information and entertainment for the audience.

Additionally, consider partnering with local businesses, organizations, or influencers to co-create content that showcases local events and activities. This collaboration can help expand your reach and further strengthen your connection with the neighborhood audience. It’s a win-win situation, when you provide valuable content to your audience while supporting and promoting local companies and initiatives.

Types of Incorporating Local Events and Activities into Content Creation

Content Type	Example
Blog Post	“Top 10 Local Events to go to Over The Summer”
Video	“Exploring Local Festivals: Helpful tips for the Best Food and Fun”
Social Media Marketing Post	“Join us this weekend in the XYZ Farmers Industry for fresh produce and local artisans. #SupportLocal”

By creating compelling and localized content that addresses the interests and concerns of the local audience while incorporating local events and activities, it is possible to establish a strong connection and foster engagement. This will help your small business stick out and make a loyal client base in your neighborhood.

Maximizing SERP Visibility Through Effective SEO Tactics

In order to boost their online visibility and reach a larger audience, small organizations have to implement effective SEO tactics that may maximize their presence on Search Engine Results Pages (SERPs). This section will explore various strategies and tactics that small businesses can employ to make sure maximum visibility on search engines.

One primary factor in maximizing SERP visibility is on-page optimization . By optimizing website elements such as title tags, meta descriptions, and headers with targeted keywords, small companies can increase their ranking on search engine results pages. Additionally, creating high-quality and relevant content which is optimized for users and look engines can further enhance visibility.

Another essential aspect is backlink building . Constructing a strong network of high-quality backlinks from reputable websites cannot only drive visitors to a small business’s website but in addition signal to look engines that the website is authoritative and trustworthy. This may result in improved visibility on SERPs.

As well as on-page optimization and backlink building, small organizations should look into other effective SEO tactics like:

• Creating a user-friendly website with clear navigation and fast loading times
• Optimizing website images by reduction of file sizes and using descriptive alt text
• Utilizing social media marketing platforms to engage with audiences and drive traffic to their internet site
• Implementing local SEO approaches to target specific geographic locations
• Monitoring and analyzing website performance using analytics tools to recognize areas for improvement

By implementing these SEO tactics and staying up-to-date using the latest industry trends, small companies can enhance their visibility on SERPs, reach their target market, and ultimately drive more organic traffic and conversions.

Table: Effective SEO Tactics for Small Businesses

Tactic	Description
On-Page Optimization	Optimizing website elements and content to improve SERP rankings
Backlink Building	Acquiring high-quality backlinks from reputable websites to enhance website authority and visibility
User-Friendly Website Design	Creating a website that is easy to navigate, fast-loading, and responsive
Image Optimization	Reducing image file sizes and making use of descriptive alt text for improved search visibility
Social Networking Engagement	Using social media platforms to have interaction with audiences and drive traffic to the web site
Local SEO	Implementing techniques to target specific geographic locations and attract local customers
Website Performance Monitoring	Using analytics tools to track and analyze website performance, identifying areas for improvement

Building Brand Awareness with SEO

In today’s digital landscape, building brand awareness is essential for the achievements of small businesses. One efficient way to accomplish this is through strategic SEO strategies. By optimizing their online presence, small businesses can establish brand authority, improve brand visibility, and attract a loyal client base.

SEO plays an important role in establishing brand authority. When small organizations consistently produce high-quality, relevant content that aligns using their target audience’s needs and interests, they position themselves as experts within their industry. This can help to build trust and credibility, making customers very likely to choose their brand over competitors.

Improving brand visibility is an additional key advantage of implementing SEO strategies. By optimizing their website and content for search engine listings, small businesses can enhance their visibility on search engine results pages (SERPs). This means that when potential prospects search for relevant keywords or phrases, the business’s website is very likely to show up in the very best search engine results.

By appearing within the top search engine rankings, small organizations can attract organic traffic, generate leads, and increase their likelihood of converting visitors into customers. This increased visibility likewise helps to amplify brand awareness, as increasing numbers of people are exposed to the business’s name and offerings.

Additionally, SEO will help small companies attract a loyal client base. When organizations consistently deliver valuable content and offer a seamless user experience, they make positive associations making use of their brand. This enhances customer care and encourages repeat business and word-of-mouth referrals.

Benefits associated with Building Brand Awareness with SEO
Establishes brand authority
Improves brand visibility
Attracts a loyal customer base

Tailoring Your SEO Technique for the Niche

In the world of SEO, one size does not fit all. It is crucial for small organizations to tailor their SEO approaches to their respective niches to accomplish optimal results. By customizing SEO approaches based on industry-specific needs, small businesses can effectively boost their online visibility and stay in front of the competition.

Customizing SEO Approaches for a number of Small Business Types

Each small business type has its own unique requirements and target audience. Customizing SEO approaches involves understanding the specific needs of the business and tailoring strategies accordingly. For example, a retail store may concentrate on local SEO and optimizing product listings, while services-based business may prioritize content marketing and testimonials.

By conducting thorough research and research into the potential audience, small companies can uncover the most efficient SEO tactics that resonate with their niche audience. This includes identifying relevant keywords, optimizing website content, and implementing on-page and off-page optimization techniques.

Analyzing Competitors to Improve Your SEO Game

One in the key steps in tailoring an SEO technique for the niche is analyzing competitors. By studying the SEO tactics and techniques used by competitors within the same industry, small organizations can gain valuable insights and identify areas for improvement.

Competitor analysis helps small companies be aware of the keywords, content, and backlink profiles which can be driving their competitors’ success. These details can then be used to refine and boost their own SEO efforts. By learning from competitors’ successes and failures, small companies can optimize their SEO strategies and gain a competitive edge in the digital landscape.

Leveraging Reviews and Social Proof in SEO

In today’s digital landscape, online reviews and social proof play a crucial role in the prosperity of small companies. Search engine listings like Google consider testimonials and social engagement as vital ranking factors. By leveraging reviews and social proof effectively, small organizations can significantly improve their SEO performance and boost their visibility online.

The Impact of Positive Reviews on Search Rankings

Positive reviews function as a powerful type of social proof that may influence potential prospects and search engines. Whenever a small business features a high amount of positive reviews, it signals to look engines that the business is trusted and reputable. As a result, search engines like google may reward the business with higher search rankings, leading to increased visibility and organic traffic.

Generating and Showcasing Social Proof

Small businesses can actively generate and showcase social proof to improve their SEO efforts. Below are a few strategies:

1. Encourage satisfied customers to leave reviews: Small organizations can ask happy customers to go out of reviews on platforms like Google My Business, Yelp, or industry-specific review sites. These reviews can enhance credibility and have more customers.
2. Respond to reviews: Engaging with testimonials shows that the business values customer opinions and cares about customer care. Responding promptly and professionally could have a positive impact on search rankings and customer perception.
3. Showcase testimonials and endorsements: Small companies can feature customer testimonials and endorsements on their site or social media marketing platforms. These testimonials function as social proof and can build trust.
4. Monitor and manage online reputation: Regularly monitoring and addressing negative reviews or comments is vital. Promptly resolving issues may help mitigate any potential negative impact on search rankings and brand reputation.

The Bottom Line

Leveraging reviews and social proof is a crucial element of a highly effective SEO strategy for small businesses. By harnessing the effectiveness of positive reviews and effectively showcasing social proof, small companies can enhance their online visibility, have more customers, and ultimately drive business growth.

Localizing Your SEO Efforts with Geo-targeted Keywords

Understanding the strength of Local Keywords

To be able to improve your small business’s online visibility, it’s necessary to understand the strength of local keywords. Local keywords are keyphrases which can be specific to a particular geographic location, allowing you to target prospective customers in your town. By incorporating these keywords in your website content, you are able to increase your chances of appearing in local search engine results and attracting relevant traffic.

When selecting local keywords, it’s essential to consider the unique characteristics of your own audience along with your local market. This should help you choose keywords that resonate together with your prospective customers and align with their search intent. By comprehending the specific terms and phrases that your particular local audience uses when looking for goods and services like yours, it is possible to optimize your site content to fulfill their needs and improve your website’s visibility in local search engine results.

Integrating Local Keywords to your Website’s Metadata

Integrating local keywords in your website’s metadata is an excellent method to signal to browse engines that your particular business is relevant to local searches. Metadata refers to the information which is a part of the code of the web pages and it is not visible to visitors. By optimizing your metadata with local keywords, you are able to provide search engines with valuable information regarding your business’s location and improve your chances of appearing in local search engine rankings.

For instance, you can include local keywords inside your page titles, meta descriptions, and image alt tags. It will help search engines be aware of the context of the content and connect it to relevant local searches. When making your metadata, make sure to include compelling and relevant information that entices users to click on your website searching results.

As well as metadata, it’s essential to incorporate local keywords naturally throughout your website’s content. This can include your page headings, body text, and image captions. By weaving local keywords seamlessly into your content, it is possible to boost your website’s relevance for local searches and increase your odds of attracting local customers.

By localizing your SEO efforts with the use of geo-targeted keywords and integrating them effectively to your website’s metadata, you are able to boost your small business’s online visibility and attract local customers that are actively looking for the products or services you are offering.

Image Optimization along with its Effect on SEO Performance

When it comes to improving SEO performance for small companies, image optimization plays a crucial role. Optimized images not merely enhance the looks of any website but in addition play a role in reduced loading times, ultimately boosting the site’s overall SEO.

Reducing Loading Times with Optimized Images

Long loading times can negatively impact user experience and search engine rankings. By optimizing images, small businesses can significantly decrease the time that it takes for webpages to load. This can lead to better user engagement and increased organic traffic.

There are many methods for optimizing images:

• Compressing images without compromising quality: By reducing the file scale of images, companies can ensure faster loading times without having to sacrifice looks.
• Making use of the appropriate image file format: Deciding on the best file format, such as JPEG or PNG, depending on the image content can help optimize loading speeds.
• Implementing lazy loading: This procedure involves loading images only while they are visible around the user’s screen, further improving page load times.

By implementing these optimization techniques, small businesses can produce a better user experience and improve their website’s overall SEO performance.

Utilizing Alt Text and File Names to improve SEO

Alt text and file names are critical elements for optimizing images and boosting SEO. Alt text provides textual descriptions of images, which not just helps search engine listings understand the content but also improves accessibility for visually impaired users.

When crafting alt text, it is important to use relevant keywords that accurately describe the picture. This enables search engine listings to associate the image with relevant search queries, improving the probability of higher rankings in image search engine rankings.

Along with alt text, optimizing file names is incredibly important. When saving image files, small companies should use descriptive file names that incorporate relevant keywords. It will help search engine listings be aware of the image’s content and increases the overall SEO performance.

By optimizing images through alt text and file names, small companies can grow their online visibility and attract more targeted organic traffic.

Ensuring Mobile Responsiveness for User-Friendly Experiences

In today’s digital landscape, mobile products are becoming the most preferred technique for accessing the internet. As being a small business, it is crucial to prioritize mobile responsiveness to provide user-friendly experiences to your audience. Besides it improve the overall usability of your own website, but it also features a direct impact on your SEO agency performance.

Mobile responsiveness means the ability of a website to adapt and display properly on different screen sizes and devices. It ensures that your site looks and functions seamlessly, regardless of whether it is accessed on a computer, smartphone, or tablet.

With regards to SEO, mobile responsiveness plays an important role in search engine rankings. Search engines like google, like Google, prioritize websites that offer a mobile-friendly experience to users. Mobile-friendly websites are more inclined to achieve greater rankings searching results, ultimately causing increased visibility and organic traffic.

Optimizing your website for mobile devices involves various factors. Firstly, you should make sure that your website is made using a responsive web design framework. This permits your internet site to automatically adjust and adapt its layout depending on the tool and screen size it is actually being viewed on. The information, images, and overall design ought to be optimized to suit smaller screens without having to sacrifice quality or user experience.

Additionally, page loading speed is an additional crucial factor for mobile responsiveness. Mobile users expect fast-loading websites, and slow-loading pages can result in high bounce rates and reduce search rankings. Optimize your images, minimize CSS and JavaScript, and leverage caching techniques to improve loading times on mobile devices.

Usability is key on mobile devices, and this includes having easy-to-navigate menus and clickable buttons that are compatible with touchscreens. Implementing mobile-friendly features such as collapsible menus, larger buttons, and simplified forms can greatly improve the user experience on mobile devices, resulting in increased engagement and conversions.

By ensuring mobile responsiveness for your small business website, you are not only catering to the evolving needs and preferences of your own audience but in addition improving your SEO performance. With more and more users relying on mobile devices to access information, products, and services, providing a person-friendly mobile experience is vital for the success and growth of your small business.

The Bottom Line

SEO is not just a brief-term fix for small businesses; this is a long term investment for sustained growth and enhanced online visibility. By implementing effective SEO strategies, small organizations can increase their online presence, get more targeted visitors, and ultimately increase their revenue.

In terms of SEO, patience is key. It takes time for search engines like google to acknowledge and rank websites based on their optimization efforts. However, the long term benefits of SEO allow it to be an important tool for small business growth. It allows organizations to build their brand authority, interact with their audience, and remain competitive within the digital landscape.

Key takeaways for enhancing small business visibility online include conducting thorough niche research and implementing targeted outreach campaigns. By knowing the needs and preferences of your own local audience, you could make compelling and localized content that resonates together. Optimizing your website with geo-targeted keywords and ensuring mobile responsiveness will also be crucial for providing a user-friendly experience and improving search engine rankings.

Remember, SEO is not a one-time task; it will require ongoing effort and monitoring. By consistently monitoring your website’s performance, analyzing competitors, and leveraging reviews and social proof, you are able to refine your SEO strategy and stay ahead of the competition. With a solid SEO foundation, small businesses can make use of increased visibility, organic traffic, and sustainable growth.

FAQ

What is Small Business SEO?

Small Business SEO means the process of optimizing a small business’s website and online presence to boost its visibility and rankings on search engine results pages (SERPs). It requires implementing various strategies and tactics like niche research, on-page optimization, and link building to draw in more organic traffic and potential customers.

Exactly what is the distinction between Small Business SEO and native SEO?

While Small Business SEO targets enhancing the overall online visibility of any small business, Local SEO specifically targets optimizing a business’s presence in local search results. Local SEO emphasizes geo-targeted keywords, optimizing a Google Business Profile, and leveraging local directories to draw in customers inside a specific geographical area.

Exactly why is SEO a game-changer for small businesses?

SEO is a game-changer for small businesses since it levels the playing field and enables them to compete with bigger brands. By implementing effective SEO strategies, small companies can enhance their visibility, attract targeted organic traffic, and make brand authority inside their industry. This might lead to higher website traffic, better lead generation, and ultimately, increased sales and revenue.

What is the significance of using a Google Business Profile for small companies?

Having a Google Business Profile is crucial for small businesses since it enhances their local visibility and credibility online. A Google Business Profile provides essential information like business hours, contact details, and testimonials. Optimizing this profile ensures that small businesses show up in local search results making a positive impression on prospective customers.

Just how can strategic keyword research benefit small organizations?

Strategic niche research helps small organizations identify by far the most relevant and valuable keywords for their industry, target audience, and business goals. By making use of these keywords inside their website content, blog posts, as well as other digital marketing efforts, small organizations can have more organic traffic, enhance their search engine rankings, and increase their odds of converting visitors into customers.

How could small businesses create compelling and localized content?

Small businesses can create compelling and localized content by identifying topics that resonate using their local audience and incorporating local events and activities to their content creation. This consists of addressing local interests, highlighting community involvement, and showcasing unique elements of the local area within their blog posts, articles, and social media content.

What are some effective SEO tactics for maximizing SERP visibility?

Some effective SEO tactics for maximizing SERP visibility include on-page optimization techniques like optimizing meta tags, headings, and URL structures, building high-quality backlinks from authoritative websites, creating engaging and shareable content, and optimizing website loading speed. These tactics help small businesses rank higher on search engine results pages and get more organic traffic.

Just how can small companies build brand awareness with SEO?

Small companies can build brand awareness with SEO by establishing brand authority through high-quality content creation, enhancing brand visibility through local SEO efforts, and attracting a loyal customer base by consistently delivering value and meeting customer needs. SEO helps small organizations connect with their target market, increase brand recognition, and ultimately, grow their brand presence online.

How could small companies tailor their SEO methods for different business types?

Small organizations can tailor their SEO strategies for different business types by understanding industry-specific needs and analyzing competitors. This requires conducting thorough consumer research, identifying target keywords, and customizing SEO approaches depending on the unique requirements and goals from the specific business niche. Additionally, analyzing competitor strategies can provide valuable insights for optimizing SEO efforts.

How can small companies leverage reviews and social proof in SEO?

Small businesses can leverage reviews and social proof in SEO by generating positive reviews from satisfied customers, responding to reviews to demonstrate engagement and trustworthiness, and showcasing these reviews on their site as well as other online platforms. Positive reviews and social proof not merely boost search engine rankings but in addition instill trust and confidence in prospective customers, ultimately causing increased conversions and business growth.

Exactly why is localizing SEO efforts essential for small businesses?

Localizing SEO efforts is essential for small businesses as it allows them to target specific geographic areas and attract relevant local customers. This involves using geo-targeted keywords, optimizing local directories and listings, and tailoring website content to handle the unique needs and preferences of the local audience. By focusing on local SEO, small companies can increase their visibility and competitiveness in the local market.

So how exactly does image optimization impact SEO performance for small businesses?

Image optimization plays a substantial role in improving SEO performance for small businesses. By optimizing images for webpages, like reducing file sizes and maintaining appropriate dimensions, small companies can improve website loading times, enhance user experience, and improve their chances of ranking higher on search engine results pages. Additionally, utilizing relevant alt text and descriptive file names for images can further boost SEO visibility.

The reason why ensuring mobile responsiveness essential for small business websites?

Ensuring mobile responsiveness for small business websites is crucial because progressively more users access the internet through mobile devices. Mobile-friendly websites improve user experience, reduce bounce rates, and increase the likelihood of higher search engine rankings. Optimizing websites for mobile devices improves the overall SEO performance for small businesses so it helps them attract and retain mobile users as prospective customers.